Currently the arch viz industry is about hyper realistic renderings. The drive is to achieve perfect photo realism. There are creative style decisions made with color, lighting, camera, mood etc., but photo realism is the theme.

How much further do we need to go with quality of realism? The level of realism that is achievable now is remarkable. There is always room to further perfect it, but why? Is there a need to? Magazines are filled with architectural 3d renders that nobody can tell the difference from a real photo. They say 80% of an IKEA magazine is 3d renders now. Expanding the realism would not accomplish much for the audience at this point. So, what is the next step. How can we offer more to clients in the arch viz field?